BrandTracker Case Study: India Ride Hailing

Since July 2017 Dalia has been tracking the major players in the Ride Hailing market in India. This market is a key battleground for tech-transport mega-giant UBER against local competitor, OLA.

  • Over the 6 month period Uber’s total market share has fallen from 42% to 36%
  • Ola is leading the market with 87% brand awareness and 77% brand usage
  • Market shows the duopoly far ahead of the rest, though incumbents are eating into Uber’s share
  • Ola’s campaigns have been successful in increasing the gap to Uber in terms of awareness, loyalty and market share

Understanding how consumers perceive brands is particularly important in fiercely competitive markets.